Why does Nike choose controversial issues as their marketing strategy and how can the company benefit from it?
Nike’s controversial Colin Kaepernick ad campaign its most divisive yet is an article written by Martha Kelner on September 4, 2018 in the newspaper The Guardian.
The article, which includes a short video, refers to Nike’s controversial ad campaign featuring former NFL player Colin Kaepernick
who refused to stand up during the national anthem in protest against social injustice and police brutality in America.
Besides, this is not the first time Nike’s have made a social statement in an ad. The company has since 1988 taken a stand on issues and it has almost always resulted in a rise in sales.
It can of course be noted that commercials are not the only thing to drive an increase in sales, but there are several indicators that shows how important it is to choose the right marketing strategy.
For example, in 1995 “Nike featured openly gay HIV positive runner Rick Munoz in its Just Do It campaign.
International sales rose 36% in fiscal year 1996” or in 2012 when Nike brought up gender equality with its Voices campaign, the company’s revenue rose by 3.2 billion dollars compared to the previous year.
In other words, these advertising campaigns about social issues makes sure the brand gets a place in the center of not only the sport community but also in society in general.